Why Sales and Marketing Must Align in Commercial Real Estate Brokerage
In commercial real estate brokerage and particularly investment sales, the sales and marketing process must align in every way possible. The investors that we serve will be attracted by specific marketing efforts and by the top agents driving that process.
You can generate more listings from good sales marketing directed at target audiences. Look at all your campaigns on that basis. Drive more listing opportunity from your current listings and the associated marketing campaigns.
What do you want from Commercial?
If you want to achieve more investment sales and listings over time, the marketing that you direct into that specific property segment must be real and relevant; create attention and be very special.
All your marketing must cover off on issues such as property specialization, income improvement, portfolio growth, and target market coverage. Let your prospects see that you are the ‘go-to’ person for the location and the segment.
In simple terms, you want to attract the investors and or business owners that need your services, and that is why the marketing process is so important and specific in the sales process. Good marketing will help the clients find you and trust you.
Factors of Attraction
Remember this fact. Investors are normally attracted to the agents and brokers that can show that they understand the segment locally, and how to find the buyers, the properties, and the tenants as the property challenge may require. They also like to work with agents that know how to fix and resolve any issues with investment performance.
That’s what property investment is all about, and that’s why investors are so concerned about the agents that may serve their requirements. Many agents and brokers may claim to be ‘highly experienced’ in property investment for a zone or location, however the realities may be and are usually quite the opposite. That is an opportunity for top agents to excel in what they do and how they work.
Errors in Agent Selection
So what is the issue here? Any errors made by the client when it comes to the agent or broker selection in investment sales will usually lead to a number of problems such as lack of inquiry, extended time on market, low inspection numbers, lack of interest from the targeted segments, poor quality negotiations, and inaccurate documentation. Real problems, huh?
Need some client leverage?
To successfully attract and serve clients in the property investment segments of commercial real estate, special skills, confidence, and knowledge are required on the part of the selected agent or broker when it comes to these things:
- Returns on investment for the asset currently and potentially for the future
- The supply and demand of property locally
- Future upcoming property developments impacting prices and rents
- Marketing strategies to generate more inquiry
- Inspection processes relevant to the specific listing
- Negotiation strategies taking into account the property type
- Rental structures relevant to the lease type
- Lease documentation clauses and critical dates
- Tenant selection across retail, industrial, and office properties
- Tenant mix structures and strategies
- Property outgoings analysis and assessment
- Property performance physically and financially
- Competing investments impacting tenant movement and interest
So there are plenty of things to understand and shape as part of the services you provide in investment sales. The marketing of your services professionally in sales should sell your skills in each of the above categories. Show the clients and prospects that you serve how important you are to their property challenge and a successful outcome.
